When it comes to customer service, there are a number of age-old rules that are still being championed to this very day. It's a well-known fact that the customer is ALWAYS right. Ps & Qs have traditionally gone a long way, whilst service must be accompanied by a smile. But what happens when your audience is becoming increasingly active online? Can an organization continue to abide by these golden rules? 

Last week, I found myself debating this, when I entered into a (Twitter) conversation with Tesco, regarding a faulty product. For the most part their response was apologetic and constructive in equal measures – everything you might expect from a retail giant. But what really caught my attention was the use of a smiley face at the end of the tweet, which I initially perceived as casual and overfamiliar – certainly not what I would have expected from said retail giant.

The reality of the situation is that Tesco are living their brand online and adapting their social media guidelines to do so, with a particular focus on tone of voice. Through the use of a simple smiley face, Tesco are injecting a sense of personality into their customer service, in the same way that you would expect their in-store staff to do. And what's more, it's working. One only has to look as far as Tesco Mobile's timeline to see the benefits of living your brand online. Their use of humour (particularly when dealing with criticism of their product) has not only charmed existing audiences, but also helped them reach new ones. They've even managed to engage competitor brands online to great effect; perhaps most notably taking on 02 in a social media rap battle.

Ultimately, a brand's tone of voice must consider its audience – whatever the media. Yet so many brands exist online, without defining their personalities, at the risk of presenting themselves as cautious, apologetic and sometimes soulless. Whether you're a charity or a corporate bank, finding the right online brand position is becoming increasingly important. Social media can be the perfect forum to express your values – it might just mean adapting your approach to best fit your offer. And if using a smiley face is what's necessary, then so be it.

I might have lived in the fast-paced environment that is London for a good few years now, but I do appreciate service with a smile – both offline and now online.

: )